Amazon UK is the clear leader in the customer satisfaction ranks, according to a survey of more than 10,000 online shoppers.
The online store scored 83%, a 5% increase on last year’s performance where it shared the number one spot with Play.com, according to a customer satisfaction poll by ForeSee Results. Amazon was the only retailer to top 80% in the study which measured functionality, price, merchandise and content to create an overall impression of customer satisfaction.
A rise of 16% in customer satisfaction made Debenhams the most improved UK site, while John Lewis, WH Smith, The Orange Shop and M&M Direct also showed a healthy 13% improvement.
Despite the encouraging performance improvements from many UK retailers, US retailers scored 10% higher than their UK counterparts. Alongside Amazon, there were three other US-owned sites that made the UK top 10: QVC, Apple and eBay.
Lowest performers of the 40 sites surveyed were Ticketmaster and B&Q, while Littlewoods, Freemans and Currys were also rated poorly by consumers.
